Brandwave

How popular isCarhartt in search?

In September 2026, there were an estimated 450K branded searches for Carhartt worldwide which is down 45.3% over the last 12 months. Carhartt holds 39.3% estimated Share of Search among softshell Jacket brands worldwide and is ranked 1st of 3 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Carhartt39.3%
  2. Mammut39.3%
  3. Columbia21.4%
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Which softshell Jacket brands compete with Carhartt?

Carhartt against softshell Jacket brands worldwide, by month

Share of Search by month for Carhartt, Mammut, Columbia. The figures are in the table below the chart.

View monthly share of search table
MonthCarharttMammutColumbia
Oct 202550.2%27.4%22.4%
Nov 202553.5%19.6%26.8%
Dec 202554.6%20%25.4%
Jan 202644.7%29.9%25.4%
Feb 202637.5%37.5%25%
Mar 202631%46.3%22.7%
Apr 202626.1%47.8%26.1%
May 202623%51.3%25.7%
Jun 202623.4%52.3%24.3%
Jul 202623.4%52.2%24.3%
Aug 202627.2%49.7%23.2%
Sep 202639.3%39.3%21.4%

  1. 1.Carhartt

    39.3%

    Moved from 2nd to 1st. 450K estimated branded searches, +82.9% vs prior month. Share +12.1 points.

  2. 2.Mammut

    39.3%

    Moved from 1st to 2nd. 450K estimated branded searches, 0% vs prior month. Share -10.4 points.

  3. 3.Columbia

    21.4%

    Held 3rd. 246K estimated branded searches, +17% vs prior month. Share -1.7 points.

Compare search popularity between Carhartt and its closest rivals

Every comparison with Carhartt

How has branded search demand for Carhartt changed worldwide over the last 12 months?

  • Across the 12 months ending September 2026, estimated monthly branded searches for Carhartt worldwide fell from 823K to 450K.
  • Across the 12 months ending September 2026, Carhartt’s estimated Share of Search among softshell Jacket brands worldwide decreased from 50.2% to 39.3%.
  • Across the 12 months ending September 2026, Carhartt’s estimated Share of Search among softshell Jacket brands worldwide peaked at 54.6% in December 2025 and was lowest at 23% in May 2026.

How did search popularity change for softshell Jacket brands worldwide in September 2026?

  1. In September 2026, Carhartt overtook Mammut to become the leader among softshell Jacket brands worldwide, with 39.3% estimated Share of Search.

  2. In September 2026, Mammut lost estimated Share of Search among softshell Jacket brands worldwide, from 49.7% to 39.3%.

  3. In September 2026, Columbia lost estimated Share of Search among softshell Jacket brands worldwide, from 23.2% to 21.4%.

Where does Carhartt compete?

Carhartt is ranked in 33 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Duffel Bag brands6th of 80.73%Show ranking
Cargo Pants brands5th of 80.88%Show ranking
Crossbody Bag brands7th of 81.2%Show ranking
Cross Body Bag brands5th of 71.3%Show ranking
Waterproof Jacket brands5th of 71.5%Show ranking
Lunch bag brands4th of 81.5%Show ranking
Bucket Hat brands5th of 81.6%Show ranking
Base Layer brands3rd of 81.9%Show ranking
Hoodies4th of 62.2%Show ranking
Diaper Bag brands4th of 82.2%Show ranking
Dash Mat brands5th of 72.6%Show ranking
Lunch box brands3rd of 72.9%Show ranking
Work pants brands3rd of 83.6%Show ranking
Jumpsuit brands5th of 84.3%Show ranking
Lead Rope brands4th of 84.8%Show ranking
Work Shirts brands3rd of 65.2%Show ranking
Tool Belt brands5th of 66.6%Show ranking
Dog Harness brands3rd of 77.3%Show ranking
Steel toe boot brands5th of 77.8%Show ranking
Dog Jacket brands4th of 58.6%Show ranking
Tool Bag brands4th of 89.9%Show ranking
Soft Shell Jacket brands3rd of 311.6%Show ranking
Ear Muffs brands3rd of 415.3%Show ranking
Backpack Cooler brands3rd of 817.4%Show ranking
Horse Halter brands2nd of 423.1%Show ranking
Work Shorts brands2nd of 730.4%Show ranking
Boiler Suit brands2nd of 732.3%Show ranking
Merino wool sock brands2nd of 734%Show ranking
Overalls Women brands2nd of 334.9%Show ranking
Lunch Cooler brands1st of 337.3%Show ranking
Softshell Jacket brands1st of 339.3%Shown above
Cargo Shorts brands1st of 478.1%Show ranking
Car seat cover brands1st of 680.1%Show ranking

How is Carhartt measured?

Brandwave collects information about searches that people make online using Carhartt’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term

  • carhartt jacket

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How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

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